NSW Housing requests to secure Ferdinand more permanent social housing. Ferdinand is a repeat client of MDAA. Professional goals Motivators ● n/a ● Being accepted in the community. ● Finding accomodation. ● Finding a source of income. ● Reliability of medication supply. Challenges Sources of information ● Access to medication. ● Access to housing. ● Being discriminated against. ● Lacking due to disconnect from the community. ● Often discovers information during legal processes. 9
4. “Active Volunteer - Sezanne” Persona role: Active Volunteer Description: 29-year-old volunteer with MDAA, completing a Master degree, casual worker. Demographic information: Age 29 Gender Female Income Varied income due to shift work Education level Bachelor Degree, Mid-way through Masters Residential area Newcastle city Personal Quote “As someone whose grandparents were once immigrants, I care about giving back to my community and making it a better place to live for those in the future.” Biography Sezanne is originally from Auburn in Sydney, she relocated to Newcastle City to pursue a Master of Social Change and Development at Newcastle university. She works shifts at a local art gallery and cafe. Sezanne is of Lebanese heritage and has a bilingual proficiency in Arabic. She volunteers with MDAA whenever she can, she values being able to support her community. Recently she has been driving a van, helping to transport participants to community events. She also helps with translation services. Professional goals Motivators ● Graduate with a Master of Social Change and Development. ● Start a career leveraging her degree and positively affecting her community. ● Giving back to her community. ● Driving change. ● Social justice. Challenges Sources of information ● Due to relying on shift work Sezanne finds it difficult to be able to commit to consistent volunteering. ● Embedded in the community ● Public events ● University events and sessions ● Library and Online publications ● Facebook groups 10
DELIVERABLE 2: Classic segmentation approaches (Natalie) To create acute awareness of stakeholder groups of MDAA, classic market segmentation approaches can be employed to divide the stakeholder target market into smaller groups based on shared characteristics. A clear, specific understanding of MDAA’s primary markets will allow for optimisation of resource direction such as marketing, service offering and staff, ensure the service is relevant and useful to clients and maintain and gain positive relationships with external businesses and government bodies whilst doing so. The 4 stages of successful market segmentation are: 1. Determine the criterion to which you would like to segment your market 2. Conduct primary research with stakeholder groups (clients, employees, external businesses and government bodies) 3. Analyse responses and note trends to define clear market segments 4. Review your chosen segments according to the MASA framework Step 1: Determining Criteria It is recommended that MDAA adopt the two segmentation criteria of Psychographic and Behavioural market segmentation.
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- Stakeholder analysis, Newcastle upon Tyne, Psychographic, tabula rasa, MDAA